What it means
In a full-funnel approach, channels are not budgeted in isolation. Instead, the strategy starts with the business goal, defines the consumer journey to that outcome, and assigns each channel a role: CTV and online video build awareness, programmatic display and paid social drive consideration, paid search and retargeting capture conversion. The investment mix is calibrated so that upper-funnel media measurably increases the efficiency of lower-funnel media — a relationship that can only be proven with cross-funnel measurement (incrementality, MMM, or geo-experiments).
How Coegi approaches it
Full-funnel is the default planning model at Coegi. Every plan starts by defining the business outcome and working backward through the funnel, with measurement designed from day one to prove the cross-funnel relationship rather than report siloed channel metrics.
